The effect of sales promotion and brand in online shopping of generation Y in Malaysia
The advancement of internet has increased the trend of online shopping especially among generation Y. The shifting demands from this group makes online retailer to adapt to the current requirements of the customers. Since Kota Samarahan is the "Town of Knowledge", it consists a majority o...
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| Format: | Final Year Project Report / IMRAD |
| Language: | en |
| Published: |
Universiti Malaysia Sarawak
2019
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/32207/1/Thong%20ft.pdf http://ir.unimas.my/id/eprint/32207/ |
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| Summary: | The advancement of internet has increased the trend of online shopping especially among generation Y. The shifting demands from this group makes online retailer to adapt to the current requirements of the customers. Since Kota Samarahan is the
"Town of Knowledge", it consists a majority of generation Y. The aim of this research was to determine the effects of sales promotion and brand in online shopping among generation Y in Malaysia. This study was operated by collecting questionnaires from 400 respondents. The result of this study was generated by using statistical analysis including reliability test, descriptive test and simple linear regression. The outcome of
this result was all hypothesis are being accepted. Last but not least, the researcher recommended that the study should not be constricted to one location but others as well. |
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